This summer, as Beyoncé’s set at Live Nation's Glastonbury music festival in the U.K. was winding down, she took a break from singing her own songs and launched into a rendition of “Happy Birthday,” exhorting the crowd to join her.

The lucky recipient of this attention from one of the world’s premier entertainers, backed by nearly 200,000 amateurs, wasn’t Beyoncé’s husband, Jay-Z, or the chairman of her record label, or even the Queen of England. Rather, it was an advertising executive called Steve Stoute.

To those unfamiliar with the music and marketing industries, Stoute’s name is far from household. But within the areas in which he operates, Stoute has gained a reputation as one of the savvier operators around.

Stoute has been the brains behind Jay-Z’s Reebok sneaker, Justin Timberlake’s “I’m Lovin’ It” jingle for McDonald’s, and a host of other campaigns with an array of stars from Lady Gaga to Beyoncé.

As the tome's subtitle suggests, Stoute’s book discusses how the relatively rapid rise of a rogue musical genre came to have a profound impact on the advertising industry and beyond.

“I was inspired by…watching the images that were portrayed in advertising and seeing how they haven’t changed much,” he tells me. “This younger consumer was no longer seeing the world the same way it was seeing it the generation previously. And I wanted to write a book about that phenomenon.”

Stoute defines tanning as “a mentality that no longer determines your ethnicity, no longer determines what drives you spiritually or culturally, [that] comes from the shared values of other people.”

He sees the current generation of 18-24 year-olds as more or less color-blind, and any efforts by marketers to target specific ethnicities as generally useless and shortsighted.